strategy

Digital click turns into in person community

From Clicks to Community: Could Gen Z’s Digital Wellness Movement Reshape Marketing?

Digital Communications, Digital Wellness, Marketing / /

In the 1990s, I worked for Golf Digest, and I marketed the company’s golf schools and events. We certainly weren’t chasing clicks or optimizing social media campaigns in those early days of the internet. Instead, we were bringing golfers together. We built communities around a shared passion, creating experiences that deepened people’s connection to the

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woman covering ears with her hands

Warning: May Cause Stuck Song Syndrome

Advertising, Marketing / /

A psoriasis TV ad—with its peppy, nonsensical jingle—gave me a full-blown case of Stuck Song Syndrome. Image: Peakpix.com / Creative Commons 0 Three percent of the US population has psoriasis. Specifically, 2.5-2.7% have Plaque Psoriasis, and the other .4-ish percent have Psoriatic Arthritis. All together, that’s a very small percentage of people. So, why do U.S. drug manufacturers

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lightbulb image representing a theory or idea

Thank You Tim Coombs for Situational Crisis Communication Theory

Communication Theory / /

I just wish I had known about Situational Crisis Communication Theory sooner. When I served as the communications director for a Jewish nonprofit a while back, crisis communication was straightforward. If a person, a synagogue, or the state of Israel were in crisis, our messaging would bolster the victim and denounce the perpetrator. Incidents could

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Emotion, Persuasion, and Public Service Announcements

Advertising, Marketing / /

Emotion, Persuasion, and Public Service Announcements PSAs aim to persuade viewers to support a cause. To be successful, they should rely on inducing emotion as a means to persuasion. The Ad Council has been crafting memorable and persuasive public service announcements (PSAs) for over 80 years. They launched President Kennedy’s Peace Corps program in 1960

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Brilliance in Billboards: The Six Second Rule.

Advertising, Marketing / /

Six seconds. Seven words. I’ve created advertising campaigns for digital, print, and some out-of-home media (supermarket and doctor’s office TV networks). I never had the opportunity to work on billboard advertising. However, billboards are my favorite type of ad, due to the six second rule, which dictates a seven-word text maximum. “Less is more! Remember

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